Being present on many channels is not the same as having an omnichannel strategy. More channels without clear orchestration create operational noise.
A practical role split
Website: authority, conversion, and customer data ownership.
Social: attention and relationship building.
Marketplaces: demand capture and volume testing.
When these roles are explicit, your team can create consistent messaging and avoid contradictory offers across channels.
Use the website as the strategic center of gravity. Other channels should feed it, not fragment it.